Given the negative responses across the blogosphere to David Pasternack's piece in the DM News one is reminded of the Ben Franklin quote: "The sting of a reproach is in the truth of it." Indeed if there were not more than a kernel of truth in what Pasternack says, SEO mavens would not have reacted so violently. The crux of the debate is not whether designing sites to be search spider friendly is worthwhile, rather the question Pasternack raises relates to the value of ongoing SEO maintenance work. He argues that SEO projects can be valuable, but ongoing maintenance isn't worth the cost. His critics point out that:
- The white-hat SEO firms really are doing work on behalf of their clients; they're not simply "setting and forgetting". Creating ethical viral link networks takes time and helps rankings; and
- The SEO landscape changes all the time as algorithms advance; a neglected program will see listings drop in the rankings.
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